Blog Comments & Posts

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Our business is travel and specifically vacation rental lodging, so long tail qualifiers are very seasonal. For example, in mountain regions, "ski in/ski out" peaks in fall/winter and then completely disappears in the spring/summer. Your post has given me an idea to test seasonal updates to the category description copy for our ecommerce category pages (city/destination landing pages) to include seasonal topics and see if it impacts our rankings, both seasonally but also year round due to consistent "freshness". Same goes for events: I'm thinking we'll test updating the category copy to include upcoming local events. We would also match page titles and H1s with the primary seasonal qualifiers.

The goal would be to see rank boosts by keeping our copy "fresh", but not strictly for the sake of SEO. As you say, "The goal here shouldn’t be to update your site simply for the sake of updating it and hoping for better ranking. If this is your practice, you’ll likely be frustrated with a lack of results." I don't want to strictly update copy flippantly to hope for a freshness boost, but rather provide relevant updates for the user and perhaps as a bonus receive some affirmation from Google that we have relevant, fresh content that should be rewarded with better rankings. We'll a/b test and see what we find. Here's to hoping! Thanks for the great post. My wheels are certainly turning.